Google wants to bring some of the same principles that decide which ads consumers get to see online to TV advertising. The company unveiled a new program for addressable TV advertising at the NAB Show in Las Vegas this week, and announced new partnerships with Roku, MCN and Cablevision to bring this kind of technology to customers.

Google also announced new efforts to aid TV content discovery in Las Vegas: Consumers will soon get to see live TV listings for shows or movies they’re searching, with an option to edit their local TV provider to make sure they get to see the most relevant results.

On the advertising front, Google is introducing dynamic ad insertion to tweak the ads each viewer is getting to see based on location as well as personal preferences. Google already trialed dynamic ads during Fox’s recent Republican Presidential Debates coverage as well as the Rugby World Cup finals on France’s TF1.

In addition, Google is looking to make ad breaks less painful by giving broadcasters a way to make sure that adult-themed ads don’t appear during children’s programming, and ads for competing products don’t air right after each other. This is meant to take away some of the roadblocks to bring programmatic ad buying to the world of TV.

Google kept mum on many of the details of both offerings, but got praise from Cablevision’s COO Kristin Dolan. “We are enthusiastic about using Google’s DoubleClick for seamless advertising delivery across our set-top boxes and connected devices,” she said.

This isn’t the first time for Google to dabble in TV advertising. The company started its first TV ad selling efforts close to a decade ago, but shuttered its TV Ads product in 2012.

Google’s renewed interest in TV advertising stems perhaps from the fact that the company is now a pay TV provider in its own right: Google offers TV subscriptions as part of its Google Fiber internet business, and in fact started to experiment with targeted ad insertion for Google Fiber a year ago. Google CFO Ruth Porat said during the company’s Q1 earnings call Thursday that Google is now deploying Fiver in 22 cities.